RURAL MARKETING STRATEGY

Availability Affordability Awareness

Strong distribution network; Central distribution system not feasible for rural areas; All-possible means of transportation used for transporting the stock; Adopted hub and spoke distribution system; Changed its distribution model.

AFFORDABILITY

According to survey conducted by CCI in 2001, 300 ml bottles were not popular; Price of Rs 10 was considered as too high; Significant changes made thereafter to win over the consumers; Chota Coke was introduced in 200 ml bottles and priced at Rs 5.

AWARENESS

Extensive marketing in mass media as well as outdoor advertising adopted; Hoardings were put and also name Coca Cola was painted on the compound; Participated in the weekly mandies along with annual haats and fairs.

DISTRIBUTION STRATEGY

Hit list of high potential villages from various districts Appointment of Hubs Offering of full-load supplies Fixed journey plans on a weekly basis

ADVERTISING STRATEGY

Communication media used in cities and urban areas would not work in villages Hence Coke decided to concentrate on 47,000 haats (weekly markets) & 25,000 melas (fairs) held annually in various parts of the country. CCI also launched television commercials (TVCs) targeted at rural consumers CCI increased its ad-spend on Doordarshan

CONTD

CCI launched Chota Coke in 2002 at Rs.5 It released a commercial showing Aamir Khan with 200 ml bottles to communicate message of the price cut This commercial was shot in a rural setting targeting rural market